Lincoln gathers steam in China

Lincoln presents its vehicles at the ongoing Auto China 2016 at the China International Exhibition Center in Beijing. Photo provided to China Daily

Ford Motor's luxury arm is gaining traction in the Chinese market after a fruitful 2015 thanks to its stellar car ownership standards, an increasing lineup of vehicles and a growing network of dealers.

The iconic automotive brand sold 5,484 vehicles during the first quarter, a 240 percent surge year-on-year. It delivered 11,630 cars to Chinese customers in 2015, the brand's first full year in the country.

Much of that strong performance is due to the positive market reception of Lincoln's SUVs, specifically the medium-large premium utility Lincoln MKX that launched in October 2015.

It is currently offering the MKX, the MKC and the Navigator in China's SUV segment, the fastest growing sector in the Chinese auto market.

According to the China Association of Automobile Manufacturers, 1.96 million SUVs were sold in the first quarter, a 51.5 percent surge year-on-year and a continuation of the sales momentum seen last year.

"Our performance in the first quarter demonstrates the strength of the customer reception for our products and the unique one-size-fits-one-customer experience of The Lincoln Way," said Robert Parker, president of Lincoln China. "Our commitment to understanding these new luxury customers is gaining momentum and we will continue our pursuit to deliver personalized experiences through world class dealers."

By the end of March, Chinese customers could access The Lincoln Way in 37 dealerships across the country. The automaker said it is on track to expand its presence to 60 stores in 50 cities by year's end.

The staff will be trained at The Lincoln Institute to deliver a personally crafted experience at dealerships.

The Lincoln Institute is maintained by a five-star hospitality team. Staff employees of dealerships learn how to deliver high-quality personalized service with an understanding of luxury retail and high-end hospitality from colleges of hospitality, core competency, tech and engineering and human resources management and support.

"Lincoln has always been known for its personalized service. Now, the institute will ensure each staff member personifies The Lincoln Way by shedding the traditional mindset of the detached, sales-centric approach," Parker said.

The experience has also been made available online through a project called The Virtual Lincoln Way, an industry-first initiative that allows customers to manage their automotive purchases and ownership online.

Customers can schedule a test drive with a Lincoln store at a convenient time and location, including at their own homes in select cities.

Through the online platforms, they can also completely build a vehicle's exterior and interior, check dealer inventory and receive credit approval for a new car through tablets provided by Lincoln Hosts in less than an hour.

The initiative will broaden its functions in the future so customers can manage their vehicle purchase and ownership conveniently.

Lincoln is enriching its portfolio with another two new vehicles this year, the new Lincoln Continental, a full-size luxury sedan, and the updated Lincoln MKZ, a midsize premium sedan.

Both models feature Lincoln's new signature grille and incorporate the Lincoln philosophy of "Quiet Luxury", which offers a personally tailored level of sophistication.

The full-size sedan is designed to appeal to culturally progressive clients who define luxury on their own terms, craving superior quality, craftsmanship and safety.

Once dubbed by architect Frank Lloyd Wright as "the most beautiful car in the world", the Lincoln Continental is a legend in the automotive industry.

Elegant, effortlessly powerful and serene, the all-new Lincoln Continental revitalizes the brand's heritage and pushes Lincoln's innovations and craftsmanship to a higher level.

"The Lincoln Continental marks the arrival of Lincoln's fifth product introduction in the last two years," said Parker. "As we expand our lineup, we are making every Lincoln an expression of individuality that connects emotionally with our customers."

Lincoln currently has four products available in the Chinese market. It introduced its midsize sedan MKZ and medium-sized utility MKC in 2014. The medium-large sized SUV Lincoln MKX hit the market last October and the full-size Navigator was unveiled a month later at the Guangzhou auto show.

The Navigator strengthens Lincoln's position in the SUV segment by retaining its loyal following in the segment that is more than a decade old.

Lincoln presents its vehicles at the ongoing Auto China 2016 at the China International Exhibition Center in Beijing.

Kumar Galhotra, president of Lincoln. [Photo provided to China Daily]

Q+A: KUMAR GALHOTRA

How do you see Lincoln's relationship with dealers? 

As a new brand coming to China, our relationship with dealerships is crucial and we consider them our partners. Our dealer partners are fantastic. Relations with the entire dealership body are very, very strong, and that is a key part of our growth plan in China.

What is Lincoln's strategy in China?

In terms of the overall strategy for the Lincoln brand in the country, it is really threefold: products, experiences and brand strengths. And products and experiences are actually what create the brand strengths. Our brand is highly regarded in China. But we are not taking that for granted. We are deploying a very broad product portfolio to meet all our Chinese customers' needs. And we have developed a fantastic experience called The Lincoln Way.

What is your understanding of China's position in luxury markets?

Speaking of luxury markets, globally there are three geographic regions. They are Americas, Europe and China. At the moment, the US is the largest luxury market and we believe China is a very close second and very soon it will become the largest global luxury market. So it is one of the most important markets for Lincoln.

Milestones 

2014

April 17

The US luxury brand announces in Beijing that it will be launching "personally crafted luxury" called The Lincoln Way in China. The new MKC and MKZ are presented to Chinese customers.

April 20

The Lincoln MKX concept car makes its world debut at Auto China in Beijing.

June 27-Oct 10

The Lincoln Space China Tour sets out from Shanxi province. It travels to Chengdu, Sichuan province; Guangzhou, Guangdong province; Shanghai; Hangzhou, Zhejiang province; and Qingdao, Shandong province.

Oct 23

Lincoln officially launches in China and announces the retail pricing for the MKZ and MKC.

Nov 6

The first three Lincoln stores open in Beijing, Shanghai and Hangzhou.

2015

March 26

Pricing of the MKZ and MKC Lincoln Presidential Series is announced to Chinese customers.

April 20

The newly expanded Lincoln lineup is presented at Auto Shanghai 2015 with the debut of three new models - the Lincoln Continental Concept, MKX and Navigator. Presale prices for the new Lincoln MKX are announced.

Sept 14

The first phase of The Virtual Lincoln Way is unveiled. The project is designed to satisfy growing customer demand for different ways to shop, buy and deliver vehicles online.

Oct 20

The medium-large sized SUV MKX hits the market in Beijing.

Nov 20

The prices for the full-size SUV Lincoln Navigator are announced at Auto Guangzhou 2015, and phase two of the Virtual Lincoln Way is unveiled at the event.

2016

Jan 8

Lincoln announced it sold 11,630 cars in 2015, the first full year for the US premium brand in China.

April 25

The third phase of the Virtual Lincoln Way is unveiled and another two cars, the Lincoln Continental and the 2017 new Lincoln MKZ, are showcased at the Beijing auto show.